Study: 64 percent of consumers purchase after watching online videos

For content marketing campaigns, video rules. A recent report by Animoto revealed that more than half of social media users watch this type of content daily—which affects sales.

Ragan Insider Content

A new study confirms what marketers have understood for the past few years: In the game of content marketing, video is king.

New findings from Animoto’s “State of Social Video 2017” report show that 83 percent of marketers think their Facebook video content will drive purchases. A majority of consumers (64 percent) admit making a purchase after watching a Facebook video in the last month.

More than half of consumers (60 percent) watch a branded video on Facebook every day. As you might suspect, most social media video views (84 percent) takes place on mobile devices.

These stats highlight three digital marketing truths:

1. There’s a ton of noise online. It’s becoming harder to cut through it and make an impact on consumers’ behavior. It’s PR and marketing pros’ responsibility—now more than ever—to create engaging, high-quality content.

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